Style GuideTypefaces and colors for the application

of the American Public Garden Association’s logo and supporting visual style.

General Association Messaging

The American Public Gardens Association is the leading professional organization for the field of public horticulture. We advance the field by encouraging best practices, offering educational and networking opportunities, and advocating on behalf of our members, our programs and public gardens worldwide. We work together with our members and others to strengthen and shape public horticulture, providing the tools and support industry professionals need to better serve the public while preserving and celebrating plants creatively and sustainably.

Since 1940, we have been committed to increasing cooperation and awareness among gardens. Our members include more than 585 institutions, spanning all 50 states, the District of Columbia, Canada, and 24 countries. Our members include, but are not limited to, botanic gardens, arboreta, zoos, museums, colleges and universities, display gardens, and research facilities.

American Public Gardens Association serves public gardens and advances them as leaders, advocates, and innovators. The Association’s vision is to create a world where public gardens are indispensable. Visit www.publicgardens.org for more information.

Primary Logo

Core Program Logos

Name Guidelines

The “American Public Gardens Association” will be referred to in two ways: by its full name or “the Association”. Acronyms will no longer be used, either for the Association or association programs, as they are exclusive and not recognizable in meaning or purpose to those new to the Association. Those reading “American Public Gardens Association” for the first time get a base understanding of the organization, whereas “APGA” provides little to no information about the association purpose.

Primary Use (for all communications and signage):

American Public Gardens Association

Secondary Use (for all subsequent text and legal references) :

The Association

Incorrect Use:

APGA

Logo Directory

EPS APGA_cmyk.eps APGA_rgb.eps

JPG APGA_cmyk.jpg APGA_rgb.jpg

PNG APGA_cmyk.png APGA_rgb.jpg

EPS APGA_spot.eps

SPOT COLOR

The spot color logo should be used whenever possible, and is best displayed on a white background.

Spot colors are only supported by .eps format.

FULL COLOR

The full color logo should be used in digitally printed pieces that require cmyk printing.

Logo Directory

EPS APGA_white.eps

PNG APGA_white.png

EPS APGA_black.eps

JPG APGA_black.jpg

PNG APGA_black.png

BLACK

The Black logo should only be used for publications that are printed in black & white. This will ensure that the logo will print clearly and be legible.

WHITE / KNOCKED OUT

In branding, the term “Knocked Out” is used when referring to text /logo reversed out of a dark background. This logo should be used when placing the logo on a dark or colored background.

White versions of your logo need a transparent background, which is not supported in jpeg format.

This icon should only be used as a secondary element to an otherwise heavily branded American Public Gardens Association application. The square proportion can be used for various social media options, and should size accordingly.

*Please note, border is not in actual files. The additional margin is included as negative space for a clean outer area so icons don’t sit right at the edge.

One square jpeg is provided at a large proportion. It can be sized for any social media applications. Most applications will automatically resize the square format as needed.

Social Media

Advancing public gardens as leaders, advocates,

and innovators.

PMS 382U / 375C

CMYK c46 / m4 / y100 / k0

RGB r152 / g194 / b61

HEX# 97c13c

PMS 7532

CMYK c51/ m50 / y55 / k17

RGB r121 / g110 / b101

HEX# 796d65

PMS 2612

CMYK c58 / m90 / y14 / k2

RGB r139 / g70 / b135

HEX# 8b4687

PMS 297

CMYK c52 / m5 / y3 / k0

RGB r110 / g196 / b231

HEX# 6ec3e7

PMS 1795

CMYK c9 / m98 / y93 / k1

RGB r217 / g39 / b45

HEX# d8272d

Color Palette

The following selected colors are used to help define and distinguish the brand. The Pantone (PMS), CMYK, RGB and HEX# color references are outlined here.

PMS: offset printing options

CMYK: digital and full-color offset printing options

RGB: on-screen applications and in-house printing

HEX#: online applications

Aa Avenir Roman

ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 0123456789

Aa Avenir Heavy

ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 0123456789

Aa Arial

ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 0123456789

The consistent application of a limited number of fonts in all American Public Gardens Association publications will reinforce the brand and graphic identity and give its communications a coherent look.

Avenir Roman can be used for body copy, while Avenir Heavy and/or Black are best for headlines.

Arial can be used when Avenir is not available.

Typography

Logo Directory: Plant Protection Program

The “proud member” logo can be used by individuals and organizations who are members of the Association to show support for and affiliation with the American Public Gardens Association and its programs.

The “proud member” logo follows the same logo guidelines as the American Public Gardens Association logo.

Proud Member Logo

EPS APGA_Member_cmyk.eps APGA_Member_rgb.eps APGA_Member_black.eps APGA_Member_white.eps

JPG APGA_Member_cmyk.jpg APGA_Member_rgb.jpg APGA_Member_black.jpg

PNG APGA_Member_cmyk.png APGA_Member_rgb.jpg APGA_Member_black.png APGA_Member_white.png

PMS 7532

CMYK c51/ m50 / y55 / k17

RGB r121 / g110 / b101

HEX# 796d65

PMS 382U / 375C

CMYK c46 / m4 / y100 / k0

RGB r152 / g194 / b61

HEX# 97c13c

Logo Directory: Plant Protection Program

The Plant Protection Program engages public gardens in forest health protection and plant conservation. Under this umbrella program reside both the Sentinel Plant Network and Plant Heroes.

Primary Use (for all communications and signage):

Plant Protection Program

Secondary Use (for all subsequent text and legal references) :

Program

Incorrect Use:

PPP

Logo Directory: Plant Protection Program

EPS PlantProtectionProgram_cmyk.eps PlantProtectionProgram_rgb.eps PlantProtectionProgram_black.eps PlantProtectionProgram_white.eps

JPG PlantProtectionProgram_cmyk.jpg PlantProtectionProgram_rgb.jpg PlantProtectionProgram_black.jpg

PNG PlantProtectionProgram_cmyk.png PlantProtectionProgram_rgb.jpg PlantProtectionProgram_black.png PlantProtectionProgram_white.png

PMS 7532

CMYK c51/ m50 / y55 / k17

RGB r121 / g110 / b101

HEX# 796d65

PMS 1795

CMYK c9 / m98 / y93 / k1

RGB r217 / g39 / b45

HEX# d8272d

Logo Directory: Sentinel Plant Network & Plant Heroes

Plant Heroes

The Plant Heroes program engages young audiences about the importance of plants and uses a positive outcome based approach to illustrate how kids can protect the trees in their neighborhoods and help save our forests.

Primary Use (for all communications and signage):

Plant Heroes

Incorrect Use:

PH

Sentinel Plant Network

The Sentinel Plant Network is a collaboration between the American Public Gardens Association and the National Plant Diagnostic Network. As part of the American Public Gardens Association’s Plant Protection Program, the Sentinel Plant Network contributes to plant conservation by engaging public garden professionals, volunteers, and visitors in the detection and diagnosis of high consequence pests and pathogens.

Primary Use (for all communications and signage):

Sentinel Plant Network

Incorrect Use:

SPN

Logo Directory: Climate & Sustainability Alliance

The Climate & Sustainability Alliance offers a portal of resources for public garden professionals. From operational sustainability and benchmarking tools to educational curriculum, the new resources provide public gardens with support for communicating about and mitigating the impacts of climate change on plants and the ecosystems we all depend upon.

Primary Use (for all communications and signage):

Climate & Sustainability Alliance

Secondary Use (for all subsequent text and legal references) :

Alliance

Incorrect Use:

Climate and Sustainability AllianceCSA

Logo Directory: Climate & Sustainability Alliance

EPS Climate&Sustainability_cmyk.eps Climate&Sustainability_rgb.eps Climate&Sustainability_black.eps Climate&Sustainability_white.eps

JPG Climate&Sustainability_cmyk.jpg Climate&Sustainability_rgb.jpg Climate&Sustainability_black.jpg

PNG Climate&Sustainability_cmyk.png Climate&Sustainability_rgb.jpg Climate&Sustainability_black.png Climate&Sustainability_white.png

PMS 7532

CMYK c51/ m50 / y55 / k17

RGB r121 / g110 / b101

HEX# 796d65

PMS 297

CMYK c52 / m5 / y3 / k0

RGB r110 / g196 / b231

HEX# 6ec3e7

Logo Directory: Plant Collections Network & Nationally Accredited Plant Collection™

The Plant Collections Network is a network of botanical gardens and arboreta working to coordinate a continent-wide approach to plant germplasm preservation, and to promote high standards of plant collections management. This program was formally known as the North American Plant Collections Consortium (NAPCC). All references to NAPCC, including in writing, on signage or collateral materials and electronic, should be replaced with the Plant Collections Network program name and/or associated logo.

Plant collections accredited by the Plant Collections Network will be referred to as a

Nationally Accredited Plant Collection™. The use of the phrase “Nationally

Accredited Plant Collection™” may be modified to include the names for specific plant collections, such as Oak, Maple, and Palm collections.

All references to the Plant Collections Network, including organizational participation in the program and activities carried out as part of the program, should use the general network logo.

Use of the Nationally Accredited Plant Collection™ logo or name is for use only when referring to a specific, accredited collection.

Primary Use (for all communications and signage):

Plant Collections Network

Secondary Use (for all subsequent text and legal references):

Network

Incorrect Use:

The North American Plant Collections ConsortiumNAPCCPCN

Plant Collections in the Plant Collection Network:

Nationally Accredited Plant Collection™Nationally Accredited [Plant Group Name] Collection™ (Example: Nationally Accredited Oak Collection™)

Logo Directory: Plant Collections Network

EPS PlantCollectionsNetwork_cmyk.eps PlantCollectionsNetwork_rgb.eps PlantCollectionsNetwork_black.eps PlantCollectionsNetwork_white.eps

JPG PlantCollectionsNetwork_cmyk.jpg PlantCollectionsNetwork_rgb.jpg PlantCollectionsNetwork_black.jpg

PNG PlantCollectionsNetwork_cmyk.png PlantCollectionsNetwork_rgb.jpg PlantCollectionsNetwork_black.png PlantCollectionsNetwork_white.png

PMS 7532

CMYK c51/ m50 / y55 / k17

RGB r121 / g110 / b101

HEX# 796d65

PMS 2612

CMYK c58 / m90 / y14 / k2

RGB r139 / g70 / b135

HEX# 8b4687

Logo Directory: Nationally Accredited Plant Collection™

PMS 7532

CMYK c51/ m50 / y55 / k17

RGB r121 / g110 / b101

HEX# 796d65

PMS 2612

CMYK c58 / m90 / y14 / k2

RGB r139 / g70 / b135

HEX# 8b4687

Contact Information

For questions regarding American Public Gardens Association branding, please contact:

Joan Thomas Director, External Relations jthomas@publicgardens.org 610.708.3011 www.publicgardens.org